Run a profitable clothing store

Chapter 34 Advertising skills to expand the popularity of clothing stores (3)
(3) Short-term POP advertisements are POP advertisements whose use period is within one quarter.Such as POP display cards, display stands, and clothing discounts, big sale signs, etc.Because this kind of POP advertisement exists for a certain clothing, as long as the clothing is sold out, the value of the POP advertisement will disappear.Therefore, the investment in such POP advertisements is generally not too high, and it is enough to meet the clothing taste as much as possible.

2. Classify according to different materials

The materials used in POP advertisements include metal materials, wood, wood, plastics, textile fabrics, artificial imitation leather, genuine leather and various paper materials.Among them, metal materials, leather, silk, pure hemp, etc. are mostly used in POP advertisements of high-end products.Plastics, textile fabrics, artificial imitation leather and other materials are mostly used in POP advertisements for mid-range products.Paper materials are generally used for medium and low-end commodities and short-term POP advertising materials.Of course, there are also higher-grade paper materials, and because paper materials are easy to process and low in cost, they are widely used in POP advertisements in practical applications.

3. Classification according to different display locations and display methods
(1) Sticker POP advertisements are small prints pasted on window glass and walls.Mostly flat printing, or embossed synthetic paper.

(2) Display card POP advertisement.The display card can be placed next to the clothing. Its main function is to indicate the price and characteristics of the product.This small POP is placed next to the clothing, thus showing a good visual effect.

(3) Hanging POP advertisements hang from ceiling beams and columns, and can be seen clearly from all angles of 360°.

(4) Wall POP advertisements are mainly posters and decorative flags.In addition to the function of clothing notification, it can also beautify the wall of the clothing store.

(5) Floor-standing POP advertisements are placed on the interior and exterior floors of clothing stores, and the materials can be paper, cardboard, plastic, acrylic, metal, etc.

(6) Hanging flag POP advertisements are decorated inside and outside clothing stores, and are short-term advertisements. This type of advertisement is most suitable for the climax of promotional activities and shaping the atmosphere of the season.

(7) Signs POP advertisements are actually commodity location signs, and their function is mainly to convey information about the process and location of shopping directions to customers.

(8) Signature POP advertisements include storefronts, curtains, flags, horizontal (vertical) banners, and electric subtitles.

(9) Dynamic advertisement uses the motor hidden in the storefront advertisement to generate an action, resulting in an interesting dynamic advertisement.

(10) Light source advertisements Put fluorescent lamps inside the advertisement and use the light source to illuminate the text and graphics of the product.

Design and placement of POP advertisements
1. Factors influencing the effect of pop advertisements
Before understanding the design of POP advertisements, let’s understand the main factors that affect its effects are as follows:
(1) Is it helpful for customers to shop? The design of POP should be simple, clear and focused. It can embellish clothing and enable customers to spend the least amount of time to know and understand the product and decide whether to buy it.

(2) Can it arouse customers' interest in buying clothes?Create an atmosphere that sets off the sales of clothes, attract customers' attention, change the original shopping process of customers, and are willing to stop and look at the clothes in your store and have a desire to buy them.

(3) Can it make customers feel cheap?Use POP to express the characteristics, value, functions, and uses of the product as much as possible, so that customers can feel that this is the clothing they need, feel that it is "excellent value for money", and it is worth spending money to buy it.

(4) Is the size of the POP appropriate, and is it necessary to set the POP? The size of the POP should be matched according to the specific conditions of the clothing, such as the display method and the display space, so as to make the clothing more aesthetically pleasing and tasteful.It should be noted that everything should be suitable. The more POPs, the better, nor the bigger the better.Too many POPs will only add to the liking, and if there is no need for POPs, redundant POPs will only appear cumbersome. POP must be exquisite, and it may not be a good thing if too large POP covers up the advantages of clothing.

(5) Is the production exquisite? The design of POP is directly related to the grade of clothing.No matter how good a piece of clothing is, if it is paired with a shoddy POP, it will make people feel that the clothes are tasteless and shoddy.

(6) Is the POP dirty, faded, or damaged?Not only the shoddy POP will make customers greatly discount the texture, taste and feeling of clothing, but also those dirty, old, even faded and damaged POP will also make customers feel inferior to clothing.Therefore, it is the duty of operators to provide customers with a clean and comfortable shopping space.

2. POP advertising design skills

POP advertisements can quickly attract customers' attention and stimulate their desire to "know" or "buy" only if the design is novel and unique.So, how can we design a novel and unique POP advertisement?
(1) Simple shape and eye-catching design.People always instinctively reject cumbersome things, so if clothing stores want their clothing to attract consumers' attention among the dazzling array of clothing, they must highlight their own POP with simple forms, novel styles, and unique colors. , to create a unique artistic taste of the store.

(2) Emphasize the effect of on-site advertising.According to the clothing characteristics of the clothing store and the psychological characteristics and purchasing habits of customers, we strive to design advertisements that can most impress customers.

(3) POP production should be unique. The production of POP should be easy to read, clarify the appeal of the advertisement, and be creative and aesthetic.The explanatory text should be between 15 and 30 characters, and the content of the text must clearly indicate the specific advantages and unique features of the promotional clothing.

(4) Ask professional designers or companies to design.If POP advertisements are used to promote the image of clothing and clothing stores, and thereby promote sales, it is generally necessary to hire professional designers or entrust professional advertising companies to complete it.Therefore, the quality of this type of advertisement is generally quite exquisite, and it is also quite targeted to clothing and the enterprise itself, and it is mass-produced, and it is invested in all links related to clothing sales to carry out large-scale and large-scale promotional activities.In foreign countries, POP is completely realized by computer through professional software products.The convenient, fast and low-cost machine printing method makes it possible for POP to meet the needs of modern retail.

(5) The use of POP colors should be just right to highlight the sense of season.In spring, use pink tones to render the sunny atmosphere; in summer, use cool tones such as blue and green to bring a unique feeling of coolness; in autumn, use tones such as orange and yellow to express the romantic beauty of autumn; in winter, use red to disperse thousands of miles of frozen snow. cold feeling.

In terms of color, it is also necessary to pay attention to the fact that the POP advertisement should focus on the content of the text part, so as to avoid the background color being too colorful and causing the whistle to overwhelm the host.

(6) The POP design style should try to avoid being identical or similar to competing products.Terminal POP visual design does not have its own unique personality. This is a common problem in POP design. Similar designs can be seen everywhere, which cannot effectively distinguish it from competing products, resulting in a waste of funds.We can't imagine without consumers, we need to consider the feelings of customers more, we can't ignore the clothing style of our store and adopt red POP just because other clothing stores use red POP.In terms of font selection, many clothing stores like to use particularly bold fonts, but a bunch of bold fonts together have no impact at all.For example, we can consider developing a series of pictures, which can form a mandatory reading for consumers, let consumers see all the POPs of the same product, reduce the interference of competing products in the communication environment, and strengthen the effect of publicity .

(7) Essential elements cannot be missing.When making POP advertisements, we must try our best to jump out of the old thinking mode, pay attention to the use of memory recognition points, and give consumers sufficient associations, so that consumers can see the POP advertisements and be able to communicate with this brand clothing in the advertisement. Advertisements on TV, newspapers and magazines match each other.

3. Placement skills of POP advertisements

In order for POP advertisements to achieve the ideal publicity effect, it is not enough to rely solely on the success of the design of the advertisement items themselves, but also to have scientific and reasonable placement and placement to exert their due effect.There are quite a few clothing stores. Although the POP advertisements are designed very reasonably, because of the unreasonable placement, they do not have the desired effect, or even backfire.So, how to display the POP advertisement to play its due effect?

(1) Don't place POP advertisements too far from clothing.

(2) POP advertisements cannot block or affect the display of clothing.

(3) When placing the POP, it should be in line with the customer's line of sight, so that the customer can see your clothing and POP at a glance.

(4) POP cannot prevent customers from touching clothing.

(5) The POP advertisements informed by special sales activities should pay attention to the methods in the clothing description, such as putting some decorations and illustrations to make the POP more lively; indicating the original price, so that customers can feel affordable through price comparison, thereby increasing clothing sales.

(6) Make it clear during the special sale period, otherwise customers will not know whether this suit is still on special sale, which will affect sales.

(7) The setting time of POP advertisement should be consistent with the time of clothing sales promotion.If expired POP advertisements are not cleaned up in time, it is likely to mislead consumers.

(8) The height of the POP advertisement setting should be appropriate.If the POP advertisement adopts a hanging type, its height should avoid affecting the promotional effect due to being too far away from the clothing, and prevent it from blocking consumers' sight.If the POP advertisement is posted, the height of the post should be within the range of 70-160 cm from the ground.

(9) The number of POP advertisements should be set moderately. Too many POP advertisements will give people a heavy sense of depression, block the sight of customers in the channel, and affect their purchase mood.

(10) POP advertisements need to be kept clean and tidy during use. If they are torn, they should be replaced in time.

(11) The display of POP advertisements must be focused, and must have a sense of beauty, rhythm and unity, so that customers want to read and watch it.

(12) Use decorative patterns to assist the lack of flat POP, improve the flat modeling effect, and emphasize the novelty of clothing.

(13) The informative POP can be placed on the glass door, wall or bulletin board on the left and right sides of the main entrance.

Tips for placing advertisements

Because the small advertising sheet is relatively small, it is not easy to attract attention, so it should be placed in a more conspicuous position, so that customers can see this advertising sheet, and then generate a desire to buy.

(End of this chapter)